Fena complains to ASCI against Hind Lever ad

In a faxed reply to PTI today, HLL denied knowledge of any such complaint with ASCI and said "we strongly refute the allegation that Vim dishwash bar has no lemon content." "Vim dishwash bar does indeed have lemon ingredients and citrus oil. They justify the reference to Vim bar containing lemon in advertising and packaging," HLL said.

HLL has promoted its product as "nimbu yukt Vim bar" (vimbar containing lemon) in its commercials while stating that it is as powerful as it is economical. Last year Fena had filed a similar complaint against HLL before the Monopolies andRestrictive Trade Practices Commission (MRTPC) alleging that HLL’s `wheel’ brand detergent and cake did not contain lemon.

HLL had admitted before MRTPC that its Wheel brand did not contain lime and had only lemon perfume. In its complaint to ASCI, Fena has alleged that in the absence of lemon or such ingredients, HLL should not be allowed to claim such properties in its product.

Fena asked ASCI to get HLL to stop this false and misleading advertisement on TV channels and commercials of Vim dishwash bar and Vim dishwash cleaning power having a reference to nimbu (lemon) or ingredients. It has also said ASCI should ask HLL to make public announcement regarding the claim in the interest of consumers and remove "lemon" from their packaging and advertising films altogether.

Fena also alleged that by making this claim of lemon in its products, HLL was violating the ASCI code of advertising. “It is strange and ironic that HLL, a multinational company having best technical human resources in the country hascreated and continued false and misleading promise and communication to millions of Indians knowingly and intentionally,” the Fena complaint said.